Publications
Publication details [#45338]
Graumann, Andrea. 2007. Color names and dynamic imagery. In Plümacher, Martina and Peter Holz, eds. Speaking of Colors and Odors. (Converging Evidence in Language and Communication Research 8). John Benjamins. pp. 129–140. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
Publication type
Article in book
Publication language
English
Keywords
Place, Publisher
John Benjamins
Annotation
The de- and encoding of simple, modified or complex color names draw back on different cognitive domains and involve different mental strategies. While basic color names directly evoke an idea about a shade and color terms modified by adjectives reinforce a specific semantic feature of a given color term, complex color terms composed of a noun and a basic color term excite complex images, in which different parts of the mental lexicon are involved. Starting out form an analysis of 250 color terms taken form a range of color pallets from different car manufactures it is shown how basic, modified and complex color terms are used in product design to stress distinct aspects of a product and reach different consumer groups.